Project Aware
Project Aware is a project that aims to embed responsible business practice throughout the Virgin Group. It ensures that we manage our impact on society and the environment through our operations, products and supply chain, as well as continue to do the best we can for our customers and employees.
“We at Virgin believe 100% that we owe it to our customers and our staff to ensure that our future economic growth is built on firm, ethically sustainable business models. Businesses need to be bold and creative, to develop radical new products and find alternative ways of doing business. Since innovation and creativity are at the heart of the Virgin culture we feel that our group of businesses are well placed to take advantage of the opportunity this presents.”
Richard Branson
Virgin's responsibility
Today’s heightened interest in the role of business in society has partly been prompted by increased sensitivity to and awareness of environmental and ethical issues. Issues such as environmental damage and the improper treatment of workers have been highlighted in the media and the pressure on business to play a role in social and environmental issues is bound to grow.
At Virgin we share our customers’ growing concern. We have not only a huge responsibility but also an excellent opportunity to make a difference through our businesses.
Project Aware is about much more than the minimisation of risk. We recognise that responsible business practice can provide ample opportunity for innovation – a key pillar of our brand – and facilitate the development of new products and services as well as access new markets.
At Virgin, we’ve always tried to act sensitively and responsibly. Project Aware is a renewal of our effort to make responsible business practise an integral part of the Virgin culture – ensuring it is part of every individual’s role and responsibility.
How Project Aware was born
Before establishing Virgin Unite (the independent charitable arm of the Virgin Group), employees were asked how they would like to see Virgin support and become involved in communities around the world.
People expressed great enthusiasm about all the brilliant things that could be achieved in the community. However, there was also a sense that we needed to ‘get our house in order’ and lay the right foundations for launching more externally-facing projects.
This is how Project Aware was born. In many ways it can be considered Virgin’s answer to Corporate Social Responsibility. The word ‘Aware’ expresses the need for us to take stock of our own social and environmental impact before establishing further commitments and initiatives.